www.effectivespend.com

CHALLENGEAs a global company, Veeam’s digital advertising drives

leads from many different regional markets. However,

Veeam found that lead quality varied significantly from

region to region. Effective Spend was challenged with

driving more high-quality leads through top-revenue

markets and increasing total lead volume—all while

attaining a lower average cost per lead.

SOLUTIONWorking closely with the client, Effective Spend

revamped Veeam’s paid advertising program with a

full-funnel digital strategy, increasing engagement,

leads, and product purchases.

Veeam & Effective Spend Growing B2B Sales With a Full Funnel PPC Strategy

CASE STUDY

BACKGROUND:Veeam is the global leader

in Intelligent Data

Management, offering data

protection solutions focused

on backup and recovery for

more than 300,000

organizations worldwide,

including 75% of the

Fortune 500 and 58% of the

Global 2000.

Veeam came to Effective

Spend with the goal of

driving a significant increase

in sales for their backup

solutions. Drawing on more

than 10 years of experience

in PPC lead generation,

Effective Spend helped Veeam achieve and exceed their growth goal.

“They don’t feel like a separatecontractor. I feel like they’re part ofour business and they share our goals.”-Russ Kerscher

VeeamSenior Global Product Marketing Manager

www.effectivespend.com

HIGH-FUNNEL: DISPLAYTo keep overall lead volume high and to optimize cost

per lead, Effective Spend implemented Google Smart

Display campaigns. Smart Display campaigns use the

power of Google’s machine learning to maximize lead

volume at the lowest possible cost per acquisition.

However, while Smart Display campaigns are a highly

efficient way to grow total leads, the smart bidding

algorithm is not capable of optimizing for lead quality.

To maintain quality, Effective Spend restructured the

campaigns to ensure that budget was weighted more

heavily toward Veeam’s top-revenue sales markets. By

pairing Google’s smart automation with regional budget

constraints, and aggressive ad testing and optimizations

Effective Spend was able to grow global leads while also

improving lead quality.

MID-FUNNEL: PAID SOCIAL ADVERTISINGEffective Spend expanded Veeam’s digital strategy to

include paid social advertising on Facebook and

LinkedIn. With precise targeting options like skills-based

targeting as well as unique ad formats like lead form

ads, these social platforms are excellent tools for B2B

lead generation. To attract and engage in-market, and

demographically relevant social users, Effective Spend’s

social strategy focused on driving asset downloads to

build a robust audience to fuel Veeam’s remarketing

efforts.

STRATEGY

1DISPLAY

MAXIMIZING LEAD VOLUME

WHILE MAINTAINING

LEAD QUALITY

2PAID SOCIAL

PRECISELY TARGETING

AND ENGAGING USERS

TO FUEL REMARKETING

3REMARKETING

NURTURING ENGAGED

LEADS TO DRIVE

PURCHASES

www.effectivespend.com

LOW-FUNNEL: REMARKETINGEffective Spend’s display and paid social advertising strategies effectively increased traffic

and engagement with Veeam. But, to help nurture those leads further down the purchasing

funnel, Effective Spend established remarketing campaigns on various ad networks

including; Google, Bing, Facebook and LinkedIn. The remarketing campaigns targeted

customers that had previously engaged with Veeam’s content, whether through paid ads or

directly on the Veeam website.

The campaigns also utilized Veeam’s own CRM customer data to remarket cross-channel to

customers of other Veeam products. Aligning the remarketing strategy to Veeam’s customer

touchpoints, the campaigns promoted free product trials, bringing these users one step

closer to making a final product purchase.

RESULTSAfter just one quarter working with Effective Spend, Veeam’s product downloads increased

80% quarter over quarter.

Performance continued to improve following a full implementation of the digital advertising

strategy. Effective Spend was able to exceed Veeam’s performance goals and drive a

substantial increase in performance.

EMAIL US AT:info@effectivespend.com

GET IN TOUCH AT:www.effectivespend.com/contact-us

CALL US AT:(512) 553-6875

600%Increase in Web Traffic

80%Increase

in Product Downloads

62%Decrease in

Cost per Product Download

53%Decrease in

Average CostPer Click